Even though the economic scenario – in a global scale – is still recovering from the crisis, fashion is one of the markets in Brazil that is proving itself as a great way out for the hard times.Brazil is famous for its culture, creativity and diversity; all these ingredients combined with fashion are resulting in a confirmed place in the worldwide fashion market.
However all these facts seem to be positive, investors are cautious to provide resources for companies and designers in the country. Especially after the failure of the group I’M (Fashion Identity) with the objective to manage brands like Alexandre Herchcovitch, Clube Chocolate, Cúmplice, Fause Haten, Zapping and Zoomp. Despite the economy’s behavior, some names, brands and designers, are creating their own space in Brazil and abroad.
In 2008, the Marisol Corporation, an upcoming fashion group, bought the beachwear brand Rosa Chá which had the first runaway show in this New York Fashion Week. Behind the creative coordination of the brand, is the famous Brazilian designer, Alexandre Herchcovitch. Another acquisition was the brand Sommer, of Marcelo Sommer’s company, by the AMC Têxtil, that manages Colcci, Carmelitas, Forum, Forum Tufi Duek, Tufi Duek, Triton and Coca-Cola Clothing.
In 2008, the Marisol Corporation, an upcoming fashion group, bought the beachwear brand Rosa Chá which had the first runaway show in this New York Fashion Week. Behind the creative coordination of the brand, is the famous Brazilian designer, Alexandre Herchcovitch. Another acquisition was the brand Sommer, of Marcelo Sommer’s company, by the AMC Têxtil, that manages Colcci, Carmelitas, Forum, Forum Tufi Duek, Tufi Duek, Triton and Coca-Cola Clothing.
Leading the trend in creating holdings is the group InBrands, that manages companies like Ellus, Isabela Capeto, Alexandre Herchcovitch and 2nd Floor. The creator of the Latin America’s greatest fashion week (São Paulo Fashion Week), Paulo Borges, is also in the same holding, working in the Luminosidade.
Part of new Brazilian fashion designers are working for companies/brands that sell directly to the retail market. However, an increasing number of names are creating their own space, like André Lima, Walter Rodrigues, Lino Villaventura and Ronaldo Fraga.
Also happening on the retail market, some famous designers creating collections for department stores (I believe that is a world trend). Some fashion brands (like Colcci, Damyller and Hering) export products where once Brazil was famous only for the models.
About the manufacturing, shoes are really the most important product over here, and the "battle against China" is putting Brazil to work even harder. I believe in this specific area, wooden jewelry mixed with other materials is specific to the country.
Currently, the Brazilian industry keeps the sixth position in the global ranking of producers and textile fabric. The investments have increased around $ 1 billion per year in machinery, equipment, technology, design and research. The industry also has been the real anchor of inflation, because more than 13 years of circulation of Real, inflation measured by the Fipe was just over 15% against an inflation of over 170%. That is, the industry invested modernized and transferred these benefits to the Brazilian consumer, through better quality products and affordable to all social strata.
Although shown better results in production and sales than a year earlier, the textiles and clothing has a much greater potential for growth provided that conditions are created isonomic more competitive with its international competitors. According to the latest research on Physical Production released by the IBGE (Brazilian Institute of Geography and Statistics), in the year to November, production of clothing was recovered and left the negative 5.11% to 4.53% positive relationship in 2006/2007. Textile production also registered growth to 3.49% in 2007 against 1.54% in 2006.
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